Chains and department stores are mall staples, but developers
are now seeking boutiques. "Upscale boutiques allow malls to
brand themselves," says the International Council of Shopping
Centers' Patrice Duker. The embracing of smaller retailers,
which Duker first noticed during the fourth quarter of 2003, gives
consumers new reasons to visit malls. It also gives entrepreneurs
invaluable exposure.

Jennifer and Cristian Croll, 37 and 40, respectively, started
riding the wave before it had even gained momentum. In 1994, the
husband-and-wife team started Croll Corp., a Scottsdale,
Arizona-based retailer of high-end men's and women's
clothing, ranging from designer T-shirts to cutting-edge bridal
gowns. Six years later, they were able to edge their way into an
outdoor mall, where they opened their third store. At a time when
Scottsdale malls didn't have boutiques, it took an innovative
mall coupled with an aggressive effort by the Crolls to secure
their place. Says Jennifer, "We helped [the developers]
recognize they needed small independents to make [the mix]
interesting."

Now the Crolls are the ones being courted. Since 2003,
they've opened three more locations in California and Texas and
are expecting to end the year with over $5 million in sales. For
those looking to follow suit, Jennifer recommends having enough
capital to withstand a year without profit and being prepared for
stricter regulations regarding everything from lighting to
signage.